In digital marketing and search engine optimization (SEO), the term “nofollow” holds significant importance. A “nofollow” is an attribute or a value that can be added to a hyperlink on a webpage. This attribute tells search engines that the link should not influence the ranking of the website it points to. Essentially, it instructs search engines not to follow that specific link or give it any SEO credit, thus not passing any link juice to the target site.
The Origin of “Nofollow”
The “nofollow” attribute was introduced by Google in 2005 as a way to combat comment spam in blogs. At the time, spammers were exploiting the ability to post comments on blogs with links to their own websites, in hopes of gaining a higher ranking on search engine results pages (SERPs). By introducing the “nofollow” attribute, Google aimed to reduce the incentive for spammers to post irrelevant or low-quality links since these links would not pass any SEO benefits.
How “Nofollow” Works
The “nofollow” attribute is added within the HTML code of a link. Here’s an example of what it looks like in practice:
<a href="https://example.com" rel="nofollow">Example</a>In this example, the rel="nofollow" part is the attribute that tells search engines not to follow the link to “example.com” or pass any SEO value to it.
Usage of “Nofollow”
- Combating Spam: The “nofollow” attribute’s original purpose remains relevant. It is often used in blog comments, forums, and other user-generated content areas where spam links might be prevalent.
- Paid Links: To comply with Google’s Webmaster Guidelines, websites that are paid to include a link to another site (such as through advertising or sponsored content) are required to use the “nofollow” attribute. This is to prevent these paid links from influencing search engine rankings unfairly.
- Untrusted Content: If a website links to a page it does not necessarily trust or does not want to endorse, it may use the “nofollow” attribute. This could include links to user-generated content, low-quality pages, or external websites that the webmaster does not want to vouch for.
- Avoiding Duplicate Content Issues: In some cases, webmasters may use “nofollow” on links to pages that might create duplicate content issues, although this is less common.
Benefits and Drawbacks of Using “Nofollow”
Benefits
- Reduced Spam: The primary benefit is the reduction in spam, particularly in areas of a website that allow user input.
- Control Over Link Equity: It allows webmasters to control where they pass SEO value or “link juice,” focusing it on pages or sites they want to support.
- Compliance: For paid links and advertisements, using “nofollow” helps websites remain compliant with Google’s guidelines.
Drawbacks
- Lack of SEO Benefit: The main drawback is that links with the “nofollow” attribute do not contribute to the SEO efforts of the linked website. For websites seeking to build authority and improve rankings, these links offer no direct SEO value.
- Overuse Can Limit Interactions: If overused, “nofollow” can limit the natural flow of link equity throughout a website and potentially harm its SEO strategy. It can also discourage external sites from linking back, knowing the links will not contribute to their SEO.
Evolution of “Nofollow”
Over time, Google has refined how it interprets “nofollow” links. Initially, Google’s algorithm completely ignored “nofollow” links in terms of passing any SEO value. However, as of 2019, Google announced that “nofollow” links would be treated as a “hint” rather than a directive. This means that Google may choose to consider “nofollow” links when determining rankings, although it is not guaranteed.
Additionally, Google introduced two new link attributes: rel="sponsored" and rel="ugc". The “sponsored” attribute is used for links that are created as part of advertisements or sponsorships, while “ugc” (User Generated Content) is used for links within user-generated content, like comments or forum posts. These changes aim to provide more context about the nature of the links to Google’s algorithm.
When to Use “Nofollow”
Deciding when to use “nofollow” depends on the context and your specific SEO strategy. Here are some common scenarios:
- In Comments and Forums: Always use “nofollow” in these areas to prevent spam and protect your site’s credibility.
- Paid or Sponsored Links: Use “nofollow” or “sponsored” to stay within Google’s guidelines and avoid penalties.
- Links to Untrusted Content: If you are linking to content that you don’t want to endorse or vouch for, “nofollow” is a safe option.
- Affiliate Links: While there is some debate on this, many webmasters use “nofollow” on affiliate links to prevent potential SEO penalties.